Are business testimonials important to your prospects?
We have discovered the best way to get testimonials for your business; but our clients often ask, "how important are testimonials anyway?"
You might be leery of collecting testimonials because the word "testimonial" brings up uncomfortable feelings for you. True, the word "testimonial" sounds like something "almighty" and religious--and most people are wary of being religious in a business environment. But beyond this argument, there is much stronger reason for collecting testimonials (or "recommendations" as Linked In more aptly calls the valuable process).
With so much competition and many businesses unfortunately claiming the same old boring thing on their website (if they can't afford a copywriter, or haven't considered using one yet) offering prospects "customer insight" into your business is a powerful way to give a true perspective on your company.
Sure, businesses always choose their best clients to provide a testimonial: but does this make it less real? Not really, the information is still true since these clients did have a good experience; clients aren't going to lie.
Testimonials can substantiate claims that are otherwise hard to prove. A prospect's insight on a company's professionalism, affordability, timing and even, personality, helps potential clients get a better picture (and feel more safe) about choosing to work with your company.
Thus, testimonials can encourage a purchase by helping the prospect move more comfortably along their decision making path.
Besides, customers will talk about a company in an anecdotal (story) way, which is more interesting to read than the unfortunate academic style of writing you may mistakenly be showcasing on your first website. (Ask for a Website Content Audit if you're guilty of not understanding how people read online!)
Now we know, you may feel sheepish about asking for a Testimonial, and even when you do ask, your clients simply feel "too busy" (or "too stressed to have to write something down about you!").
So to take the pressure off of everyone, we offer a "Testimonial Collection Service" to our website copywriting clients. Often this service lends itself to easily creating case stories, and samples, further giving prospects a comfortable window ledge to sit on as they view your company before making a purchasing decision.
Don't give up on having client recommendations or testimonials on your website - if you use them, you'll already be turning your website into more powerful sales tool.
(P.S. You and your team can further learn how to turn your website into a powerful sales tool in the Website Content Workshop - yes Tangible Words run it at your headquarters)
